Boobs, Bucks & Big Impact: The Titty Trail Story

Combining creativity with purpose are core motivating factors for us at Reech. And our recent partnership with Lingen Davies for the launch of the Titty Trail is a perfect example of that.

A fun and tit-tastic 10-mile trek across the Shropshire Hills, the Titty Trail was designed to raise awareness of the signs and symptoms of breast cancer, while also generating much-needed funds for cancer services across Shropshire, Telford and Wrekin, and Mid Wales. We were thrilled to be involved every step of the way: working with the charity to create the brand, develop the website, drive the campaign’s social media strategy, and even taking part in the first ever event.

Full-Service Project

Our partnership with Lingen Davies began in 2017. Over the years, we’ve supported them with subsidised marketing support, including branding, strategy, and media production, so leading on the Titty Trail campaign felt like a natural extension of that commitment.

We started brainstorming and strategising in August 2023, and the first Titty Trail launched that October – marking the beginning of what would become an inspiring and impactful nationwide initiative.

Our role in this project was multifaceted, incorporating several of our full-service solutions.

Branding

First and foremost, we created the Titty Trail brand: a vibrant, bold, and brave identity that was sure to make an impact. The unique concept, which involved showcasing a boob with different breast cancer symptoms at each mile of the trek, required immense accuracy, creative thinking, and a sense of humour to effectively raise awareness and make a lasting impression.

As part of the roll-out, we also designed the route maps, animations, and accompanying marketing collateral to ensure everything was aligned and consistent, as well as engaging and informative.

Website

Armed with this new brand, we designed, developed, and launched a bespoke website. As the dedicated platform for the event, it includes information about the motivations behind it, how individuals can get involved, and the support it provides to our local community. 

Social Media

A key part of our strategy involved social media – to raise awareness, drive sign-ups, and encourage donations. We designed and created assets for organic social media, consisting of both video, animation, and static imagery, and supported with sharing these across Lingen Davies’ multiple platforms. Highlighting the immense power of the digital sphere, this comprehensive campaign reached over 55,000 people.

Nationwide Roll Out

The inaugural Titty Trail raised an incredible £24,000 for cancer services locally. And the campaign’s success didn’t stop there. Having reached over 50k people on social media, resulting in 250 participants, over 50 individuals on the event waiting list, and hundreds of spectators who showed up on the day, it was clear that the Titty Trail had struck a chord with the community.

So, it was only fitting that it has since evolved and grown – set to be bigger and better than ever. Recently, Titty Trail has been trademarked and is now being offered to other organisations across the UK to host events independently. Resulting in more awareness being raised of breast cancer signs and symptoms, organisations having a chance to generate additional funds for their own local initiatives, and Lingen Davies receiving an additional passive income stream too. For a nominal fee, charities receive a full support package including a dedicated expedition leader from national event organisers Sky Blue Adventures, marketing materials, brand kits, and guidance on event promotion. 

The first organisation to adopt Titty Trail was West Hertfordshire Hospital, which hosted a 10-mile walk along a railway line in 2024, raising over £25,000 for its own fund.

And testament to its growing popularity, Titty Trail returns to the Shropshire Hills for its third annual event this October, as well as adding another exciting option for walkers – a coastal route in West Wales over the same weekend.

Seeking assistance in shouting about this revolutionary fundraising initiative on a national scale, we provided three months of pro bono PR support, having just launched a dedicated service. This included drafting and issuing a press release to regional and industry titles, securing a 1300-word editorial feature in a core magazine, and a podcast opportunity with The Charity Show.

Community Engagement

Projects like the Titty Trail are more than just business opportunities – they reflect our commitment to community engagement and our desire to give back. As we work towards achieving B Corp certification, initiatives like this align with our values of people, purpose, and planet. This project not only highlights our ability to drive creative and impactful campaigns but also strengthens our relationship with clients who share similar values. And it’s always a pleasure for our team to get involved with organisations that make a very real difference to the community we live in, and support them with kickstarting revolutionary campaigns.

The Titty Trail was a huge success in more ways than one – raising awareness, generating funds, and bringing greater attention to an incredibly important cause. It was an honour for Reech to contribute to such an inspiring initiative, and we look forward to seeing how it continues to evolve in the months and years to come.

Launching a brand-new campaign and need some full-service marketing support? Our team of specialists are on-hand to chat through strategy and delivery – just drop us a line!